We’ve enjoyed working with John and Kimberly Cabot since they started making wine several years ago. Since then, they’ve grown slowly and steadily, with the quality and diversity of their wine constantly improving.

For our part, we’ve helped their brand evolve and, with it, the primary point of contact with their customers — the label itself.

The initial label featured an image of the local salmon. It’s an iconic symbol for the Klamath River in Humboldt County, where Cabot Vineyards is located. And it started to support our brand image that relied heavily on this unique location. After all, the vineyard site, the appellation — or terroir — is very important to those who appreciate fine wine.

None of us, however, could anticipate the reception among wine-shop owners, who couldn’t get around the idea of a fish on a bottle of red wine.

So our follow-up label featured the elements of a topographic map of the region. We wanted to convey the rugged, steep terrain. And we wanted the Cabot name to be featured prominently as a wine buyer approached the bottle among many others on the shelf.

Design-wise, we believe it was a big improvement. Unfortunately, the execution of the printing itself was not on par with the high quality of the wine.

So with our third and latest pass, you’ll see that the label’s unique texture on an uncoated paper stock really does lend a sense of elegance and sophistication, while doing a much better job of conveying the feel of their remote location in the middle of dense, steep forests. Rub your fingertips across the label and you get a sense that this bottle of wine has a unique story behind it.

Directing a brand image is a constant challenge. You ask: How has the brand changed?  How is it being received?  What elements are working well?  And which can we improve upon?

Our work with Cabot Vineyards has served as a powerful reminder that brands are alive. They’re dynamic. And as brand architects, our job is to continually check in to ensure that the ever-changing brand is being expressed to its full capacity. 

Carl Zeiss Vision releases their new line of progressive lenses today, and we’ve very excited to see them enter the market. We had been working on the development of their new line of lenses for over a year, crafting the precise imagery and messaging that would support their breakthrough technology.

Of Friday we received a note from the Brand Director – and she also shared with us that Optical Shop International had selected Carl Zeiss Vision lenses exclusively for OSI’s Chrome Hearts line.

Press Release:

Optical Shop International Opens First Chrome Hearts Eyewear Boutique

ALISO VIEJO, Calif.—Optical Shop International (OSI) and Chrome Hearts have announced the opening of the first Chrome Hearts store on New York’s Madison Avenue dedicated exclusively to the brand’s luxury eyewear collection, designed, developed and marketed in conjunction with OSI.

The 250-square-foot flagship store was designed and decorated in signature Chrome Hearts ebony woods, sterling silver and fine leather. According to Larry Sands, founder and CEO of Optical Shop International, the store embodies the brand’s philosophy of “not for the weak of heart” and provides customers with the ideal shopping environment for the eyewear collection known for its innovation, exclusivity and luxurious details.

Sun and ophthalmic styles from the collection are available at the store, in addition to jeweled frames priced up to $25,000. Optical prescriptions will be filled by licensed opticians using only Carl Zeiss Vision lenses. An arrangement between the two companies allows for special colors and coatings available exclusively at the Chrome Hearts stores. Sands told VMail that other Chrome Hearts eyewear stores in Japan and Paris are in the discussion phase.

Optical Shop International designs, manufactures and distributes eyewear collections under the Chrome Hearts and Blinde brand names.